Crunchi
brand rating & evaluation
overall rating:
Top Choice
Our ratings are based on a scale from 1 (Avoid) to 5 (Top Choice). See How We Rate
The Shifting Gaia rating evaluates brands based on sustainable practices, ingredients and materials, and social responsibility, among others. Below are a few factors influencing this brand's score:
certifications:
learn more about these certifications*
overview
sustainability
non-toxic
social responsibility
7.5 out of 10
10 out of 10
7 out of 10
about
Crunchi is a U.S. based clean beauty brand that focuses on toxin-free products and plastic waste reduction.
highlights
Sustainable ingredient sourcing
Plastic-free packaging
Women owned business
Non-toxic formulations
sustainability
score:
7.5 out of 10
details:
Packaging
Crunchi has eliminated plastic from its primary packaging for all products. Instead of plastic containers, Crunchi uses alternatives like glass and aluminum (forever recyclables), or paper-based materials. Solid and powdered products often come in sustainable paperboard or plant-based packaging. One notable innovation is the translucent finishing powder, which comes in a 100% plant-based, biodegradable container. When plastic secondary components (like caps, lids, or pump mechanisms) are necessary, Crunchi uses recyclable plastic that is free of BPA, BPS, phthalates, and other harmful additives. All shipping boxes and packing materials are made from 100% recycled, recyclable paper.
Ingredient Sustainability
Crunchi’s formulations mostly utilize ingredients sourced from low impact crops. Potentially unsustainable ingredients like palm oil derivatives are certified RSPO sustainable. There are some silicones and esters that, while non-toxic, do not readilybiodgrade and can accumulate in marine ecosystems. Nevertheless, Crunchi generally performs very well in ingredient transparency and sustainable sourcing.
Energy Use and Footprint
Crunchi has not publicly provided details on its energy usage or carbon emissions, instead focusing its sustainability narrative on packaging and ingredient safety.
Waste Management
Crunchi’s approach to waste management centers on reducing waste at the source and promoting recycling to keep materials out of landfills. A cornerstone of this effort is Crunchi’s status as Plastic Neutral Certified through its partnership with 4ocean. By using reusable pallet covers instead of disposable plastic stretch wrap in warehouses, Crunchi prevents significant plastic waste upstream.
Business Model
Crunchi has a generally evergreen collection with minimal seasonal or trend-driven product churn.
non-toxic
score:
10 out of 10
details:
Crunchi publishes a “Banished Ingredients” list that includes over 10,000 ingredients which “don’t make the cut” for use. If an ingredient has credible links to adverse health effects, or even suspicions of such, Crunchi will avoid it. The company prioritizes organic sourcing to “significantly reduce the possibility of pesticides” and other contaminants in its products. For customers with sensitivities, many of Crunchi’s formulas are also free of gluten and common allergens. This commitment has been recognized by third parties as well, with several Crunchi products attaining the EWG Verified® seal.
social responsibility
score:
7 out of 10
details:
Animal welfare is a clear priority: Crunchi is certified by Leaping Bunny and most of their collection is vegan ( the exception being the inclusion beeswax in selected products). While the majority of its manufacturing is done in the USA, some accessories (like cosmetic brushes or sharpeners) are produced overseas in American-owned factories that adhere to strict social and environmental audits. These facilities are verified to meet SA8000 standards. They also comply with ISO 9000 and ISO 14001 for quality management and environmental management. The brand is a member of the Safe Cosmetics Leadership Council under the nonprofit Breast Cancer Prevention Partners (BCPP).
